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Ahmet H. Kirca - Michigan State University. East Lansing, MI, US

Ahmet H. Kirca

Associate Professor of International Business and Marketing | Michigan State University


Kirca is an expert in international marketing and marketing strategy


Ahmet H. Kirca is an Associate Professor of International Business and Marketing. He holds a Ph.D. degree from the University of South Carolina, Columbia. Prior to joining MSU in 2006, he worked at the George Washington University, Washington, DC.

Dr. Kirca's research focuses on international business and marketing strategy with a special emphasis on firm internationalization, innovation and organizational culture. He has several published or forthcoming articles in top academic journals including the Academy of Management Journal, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of World Business and Journal of Management, among others. Kirca teaches international business, marketing research and marketing strategy courses in various undergraduate and graduate programs at MSU.

Ahmet also had extensive managerial experience in textile and tourism industries in Istanbul before joining the academia. A native of Turkey, Kirca fluently speaks English, French, and Italian languages. He also has working knowledge of Spanish and Japanese.

Industry Expertise (3)

Market Research

Business Services


Areas of Expertise (6)

International Marketing

Marketing Strategy

Organizational Culture

Tourism Industry

Applied Meta-Analysis

International Business

Accomplishments (3)

Haring Symposium Faculty Fellow (professional)


Best Reviewer Award (professional)

Journal of the Academy of Marketing Science

Best Conference Paper Award (professional)

4th Biennial Conference of Indian Academy of Management

Education (3)

University of South Carolina: PhD, Business Administration – International Business/Marketing 2004

Marmar University: MBA, Marketing 1997

Bogazici University: BA, Marketing 1994

News (3)

Ex-U-M athletic director Dave Brandon couldn't save Toys R Us

Detroit Free Press  online


Brandon might have possibly bought Toys R Us some more time by closing underperforming stores faster and accelerating its push into e-commerce, said Ahmet Kirca, associate professor of international business and marketing at Michigan State University.

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Stock Market Fails to Predict Product Performance

MSU Today  online


“When a new product is preannounced, the short-term reaction of the stock market is unreliable,” said Ahmet H. Kirca, associate professor of marketing in MSU's Broad College of Business. “It’s really a flip of a coin.”

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What It Takes to Be a Truly Global Company

Business News Daily  online


While many businesses boast of their worldwide status, the study, led by Tomas Hult, director of MSU's International Business Center, and Ahmet Kirca, associate professor of marketing, contends that only a handful of companies are truly global.

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Journal Articles (5)

You Gotta Serve Somebody: The Effects of Firm Innovation on Customer Satisfaction and Firm Value

Journal of Academy of Marketing Science

Rubera, Gaia and Ahmet H. Kirca

2017 Marketing actions must create value for two key stakeholders: customers and investors. Nevertheless, these two stakeholders differ in their evaluations of firm actions in critical ways. As a result, most managers believe that there is a critical trade-off between serving customers and shareholders. Drawing upon the marketing–finance interface, the authors investigate how this trade-off unfolds to impact customer satisfaction and firm value in the context of innovation. Specifically, the present study demonstrates that creating value for customers and shareholders are not two completely distinct goals, as the business press and managers fear; innovation can create value for shareholders by satisfying customers. However, results also indicate that a crucial trade-off between satisfying consumers and creating value for investors is indeed present, as those same factors (i.e., firm’s branding strategy and level of market dominance, industry-level competitive intensity) that enhance the effects of innovation on customer satisfaction depress the effects of innovation on firm value, and vice versa. The authors discuss the implications of these important findings for research and practice.

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When Do the Stock Market Returns to New Product Preannouncements Predict Product Performance? Empirical Evidence from the U.S. Automotive Industry

Journal of Academy of Marketing Science

Talay, Berk, Billur Akdeniz, and Ahmet H. Kirca

2017 Substantial research has examined how stock market reactions to marketing actions affect subsequent marketing decisions. However, prior research provides limited insights into whether abnormal stock returns to a marketing action actually predict the future performance resulting from that action. This study focuses on new product preannouncements (NPPAs) and investigates the relationship between short-term stock market returns to an NPPA and the post-launch new product performance under various industry and firm conditions. Findings based on a dynamic panel data analysis of 208 NPPAs in the U.S. automotive industry between 2001 and 2014 reveal that stock returns associated with an NPPA are not an appropriate forward-looking measure of future product performance. However, under specific conditions (i.e., when the preannouncement is specific, the preannounced new product has low innovativeness, the preannouncing firm has a high reputation and invests heavily in advertising, and the preannouncement environment is less competitive), abnormal stock returns to NPPAs actually predict the future performance of new products. Thus, this study extends the marketing–finance and innovation literature with its focus on the conditions that affect the predictive power of immediate stock returns for the future performance of new products.

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Meta-Analytic Research Synthesis Connecting the Trends in Architecture, Engineering, and Construction Partnering

Journal of Management in Engineering

Sparkling, Anthony, Sinem Korkmaz, and Ahmet H. Kirca

2017 Over the last three decades, substantial research in construction management highlights the benefits and shortcomings of project partnering in architecture, engineering, and construction projects. Building upon a comprehensive conceptual model, this study provides a synthesis of the extant architecture, engineering, and construction (AEC) partnering literature guided by a meta-analytic approach. Findings provide strong evidence supporting the proposed conceptual partnered-project delivery framework. Specifically, this paper contributes to the body of knowledge in construction management by bringing together dispersed project-partnering theories and concepts while illustrating gaps and pinpointing areas for future research. In addition, the present study reveals that best-practice elements for partnered-projects such as (1) partnering workshops, (2) mutual goals and objectives effectively communicated, and (3) team-building sessions have been investigated extensively in the literature as vital components to achieve project performance goals. Finally, this study shows that partnering elements related to organizational outcomes (e.g., improved profit margins, stronger industry reputations and relationships, increased business opportunities) in the literature have received limited attention from researchers.

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Firm Innovativeness and its Performance Outcomes: A Meta-Analytic Review and Theoretical Integration

Journal of Marketing

Rubera, Gaia and Ahmet H. Kirca

2012 Drawing on the chain-of-effects model as a unifying framework, this meta-analysis indicates that firm innovativeness indirectly affects firm value through its effects on market position and financial position. In addition, the findings suggest that innovativeness has direct positive effects on financial position and firm value. Moreover, the meta-analysis provides evidence of reverse causality in the innovativeness–firm value relationship. Importantly, the results also reveal that the positive effects of firm innovativeness on market position and financial position are stronger for larger firms, for firms that invest more in advertising, for firms in high-tech industries, for innovativeness outputs and for radical innovations. Finally, the meta-analytic evidence also indicates that the relationship between innovativeness and firm value is stronger for smaller firms, for firms that invest more in advertising, for firms in lowtech industries, for innovativeness inputs, for innovativeness culture, and for radical innovations.

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The Role of Context in the Multinationality-Performance Relationship: A Meta-Analytic Review

Global Strategy Journal

Kirca, Ahmet H., Kendall Roth, Tomas Hult, and Tamer Cavusgil

2012 Using meta-analytic data from 47,849 firms across 152 independent samples reported in 141 studies, this study presents a systematic investigation of the moderating effects of firm-, industry-, and country-level factors on the multinationality-performance relationship. The findings indicate that the effects of multinationality on performance depend on type of multinationality, firm strategic motivations, industry characteristics, and home country factors. Importantly, our assessment also reveals that firm size and stage of internationalization are not significant moderators. Thus, the findings indicate that the search for more complex M-P relationships (i.e., U-shaped, inverse U-shaped, horizontal S-curve) has the potential to expand our understanding, only when the characteristics of different research contexts, measurement issues, and firm characteristics are taken into account in the theoretical development and research design stages of studies.

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